Newt Gingrich ad wins hearts, Mitt Romney’s falls flat

Newt Gingrich’s campaign released its first Iowa TV ad Monday, and the contrast between his spot and Mitt Romney’s ad is telling.

For many years, I’ve been telling political clients that connecting with voters emotionally is more important than anything else they can do. Some get it, and some don’t.

Gingrich and his team get it; Romney and his people don’t. Gingrich’s ad is promoting the message, “It’s morning in America again,” while Romney is filling out a job application in his spot.

The base of the Republican Party, just like the Democratic Party base, wants a candidate who connects with them on a deeply personal level. Someone who understands their longing, their hopes and their fears. Voters may at times appreciate a technocrat, but they don’t love technocrats.

This isn’t a commentary on who should be president, or an endorsement, but watch both ads posted below, and then tell me: Who understands Republican primary voters better, Gingrich or Romney?

Newt Gingrich – video unavailable at this time.

Mitt Romney

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